DuCkyBhaI Posted February 28, 2021 Posted February 28, 2021 It is undeniable that the automobile and technology are two closely linked fields. This has been happening for many years now, while the phenomenon continues to grow over time, as proven by certain manufacturers, present at CES in Las Vegas and abandoning traditional car shows. Whether in terms of safety, motorization or infotainment, technological innovations are playing an increasingly important role in cars. But in addition to providing some added value, these devices also make it possible to attract other, younger customers. And it is moreover precisely to this one that Lexus wanted to addressin its latest communications campaign, which is perfectly in tune with the times. And for good reason, the Japanese brand has partnered with Twitch and called on the community of the streaming site to create a car unlike any other In total, more than 550,000 users of this service, created in 2011 and having experienced a boom in use since the start of the Coronavirus epidemic, have participated in the project. The goal ? Design a tailor-made vehicle for gamers, with all the necessary material and equipment. For this, it is the Lexus IS 350 F that served as the basis for this somewhat crazy project, as Vinay Shahani, the brand's vice president of marketing, explains. “ The Twitch community has plunged head-first into its passion for gaming, as we did when designing the 2021 Lexus IS as the pure expression of the sport sedan. […] We asked them for their help in designing their dream play space, and they responded in numbers. Together we have created the ultimate fusion of design and performance in automotive and gaming ”. The result is a completely unusual car, which will of course remain in the draft stage, which should nevertheless not fail to be talked about. In addition to its body covered with a specific covering called Infiltrate, this Lexus IS is distinguished above all by its at least particular interior, equipped with a huge curved screen , associated with a game pad and a keyboard. Next to it, the central console is equipped with a small compartment for drinks, while the PC equipped with the MSI Gaming GeForce GPU + AMD CPU system takes place in the trunk. To complete this ultra-technological interior, the Lexus teams in charge of the project have also offered the interior of this IS a very colorful atmosphere called “Neon Tokyo”. In addition to the pink and blue lighting, we also discover a backlit roof sky, supposed to evoke a walk in the heart of the Japanese capital. Of course, this Lexus IS will not roll off production lines, not even as part of an ultra-limited series. On the other hand, it should tour trade shows and events, as a spokesperson for the brand claims. The objective is indeed to attract a younger clientele, by targeting those under 35, an age group particularly present on Twitch and sensitive to new technologies.
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